Joana Lacerda

Joana Lacerda is a travel blogger and co-founder of JO&SO, an online guide dedicated to curated travel experiences across Portugal. Born and raised in Porto, she co-founded the platform in 2016 with her sister Sofia, providing discerning travelers with recommendations rooted in authentic local insights. JO&SO addresses a need for high-quality, consolidated travel advice for Portugal, with a focus on unique, design-led guesthouses and boutique hotels. The guide highlights places with character, originality, and aesthetic appeal, offering compelling stories, true-to-life photography, and practical tips. It covers diverse Portuguese regions, including Porto, Lisbon, Algarve, Alentejo, Douro, and the Azores. Beyond the online guide, Lacerda co-authored "The 500 Hidden Secrets of Porto," a guide released globally by Luster in July 2021. JO&SO draws visitors from over one hundred countries and has been featured in publications such as Condé Nast Traveller and New York Magazine. The platform also earned "The Best Travel Blogs and Websites" award in 2019. Her professional approach emphasizes genuine, insider recommendations, blending visual appeal with detailed, practical information to support thoughtful journeys.